Allied Domecq PLC: Loosen Up A Little campaign
Kevin TeagueOVERVIEW
Dunkin' Donuts, the wholly owned subsidiary of the United Kingdom-based Allied Domecq PLC, reigned in 2000 as the world's largest coffee-and-baked-goods chain. With 3,500 outlets and $2 billion in annual sales, the quick-service restaurant was outperforming competitors such as Starbucks Coffee Company and Krispy Kreme Doughnuts, Inc. Even though Starbucks and Krispy Kreme were rising in popularity, executives at Dunkin' Donuts remained undaunted. They believed that Dunkin' Donuts' customers preferred the chain's low prices and rapidly prepared drinks, such as its Dunkin' Donuts Dunkaccino, an adaptation of a café...